Father figure of Indian advertising launches .hypercollective

KV Sridhar, who’s called ‘Pops’ by many in the advertising business, announced the launch of .hypercollective, a collaboration of nearly two dozen companies who are specialists in the area of strategy, creative, data and technology.

In the intensely competitive world of advertising, that’s a clear departure from the norm. While competing with each other, agencies have often brought down margins and witnessed a rapid erosion of talent, Pops said during the launch of his collaborative effort. “Consumers are adapting technology, digital innovations at a much faster rate. This has posed a challenge for the brands to be able to connect with and provide a unique experience to these omni-channel consumers,” he said.

Pops believes that .hypercollective's business model will enable clients to forge a seamless connection between brand, technology, and consumers. Pops said, “There is no single agency that excels in all four areas of content, communication, technology, and strategy. Through HyperCollective we have got on board some of the sharpest minds in these areas who have been pushing the envelope through their work.”

As required, collaborators can be on-boarded in short span of time. Furthermore, we can add newer competencies in a blink of an eye.

Apart from 21 collaborators, who were introduced yesterday, Pops says that the collective has the support of brand gurus, independent marketing consultants, media buying agency, PR agency, and celebrated filmmakers.

In the coming months, it aims to further strengthen the collective by onboarding collaborators offering niche, disruptive services.

In the last four-five months, the agency has been in a ‘stealth mode' and has worked with foods major Nestle to set-up a live content studio at the company’s office in Gurugram. In this initiative .hypercollective has worked along with its collaborators - PING Digital Broadcast Network and WindChimes Communications to bring out original branded content, social campaigns, as well as experiential content.